For decades, the Formica name has been synonymous with laminate countertops. The assignment here was to extend their well-established brand equity into another category of laminate surfaces altogether as Formica reentered the flooring segment after being away for several years. The job was twofold: First, create a channel campaign to secure distributors and independent retailers.
Second, develop a consumer campaign to drive traffic into those stores. The True Beauty/Never Fades campaign includes: A fashion brand identity, product naming and packaging system, shoulder-to-shoulder sales tools, private events, retail displays, a trade and consumer campaign, collateral systems, and a web site segmented to retailers, distributors and consumers.